Home : You Need to Stop Selling

You Need to Stop Selling

Posted by Sean Yazbeck on 3/1/2007 at 8:34 AM
Posted in Selling, Entrepreneurship

After you’ve launched your business, the day will come when it is time to start knocking on doors and selling.

When that day comes, your first inclination will probably be to dash out to buy every book you can find about selling. If you can absorb all the powerful advice they contain from their powerful-looking authors, you will be moving your product quickly, right? Well maybe yes. But probably not.

You see, attempting to identify the traits of the perfect salesperson is a waste of time. All you need is to understand your own strengths and perfect them. I’ve been the top salesperson at every company where I’ve ever worked. I’ve won awards, grossed the highest profits and opened a lot of doors. And I did this by being true to myself - by understanding my instinctive talents and strengths and by becoming friends with everyone around me.

Sales is about having a good time and making as many friends as possible. So enjoy what you do. Because when you do, it shows and customers will buy, for a very simple reason:

People Want to Do Business with Their Friends

This is really simple. To make more sales, make more friends. That’s it. Just be likeable. If you do, your customers will buy from you over the next guy. I guarantee that even if you’re more expensive than the next gal or guy, they’ll be happy to pay for your product or service.

If you’re not likeable, then you really shouldn’t be in sales. You need to be in accounting or some other job where it doesn’t really matter if you’re liked.

Once you’ve established friendship, you’ll establish trust. You’ll be seen as an advisor. As a consultant. And you need to become a consultant to your client. Not a salesperson. Not a rep. Not an account manager. A consultant. And the first step in becoming that trusted advisor, that consultant, is to first to become a friend.

The bottom line is that people do business with people they like and people they trust. The product or service is often secondary.

So talk friendly, not professionally. Listen to people and help them solve problems. If you are a real friend, you might never have to think about the word “selling” again.

For more great advice on starting a business the smart way, be sure to get involved in Trump University’s Entrepreneurship Mastery Program. We have a desk waiting for you.

As winner of The Apprentice (2006), Sean Yazbeck, was selected by Donald Trump to oversee construction of the 5 star hotel condominium, Trump SoHo, in New York City. Yazbeck's role included overseeing negotiations on all acquisitions and purchases for this $500 million project.

Yazbeck has since been working with the Trump Institute to set-up WAVSYS, a national technical staffing company providing individuals, project teams and strategic outsourcing services for engagements in IT and telecommunications. As Founder and CEO, WAVSYS leverages Yazbeck's 12-years of unrivaled recruitment expertise, for which he was awarded the EB1 Green Card for "persons of extraordinary ability".

In 2006, in recognition of his multiple achievements the mayor of Miami Dade County, Carlos Alvarez, named June 20th, as "Sean Yazbeck Day" in Miami-Dade County. More recently in 2008 the Governor of Kentucky, Steve Beshear, bestowed the honory title of "Kentucky Colonel" on Sean Yazbeck "in recognition of noteworthy accomplishments and outstanding service to the nation".

Since winning The Apprentice, Yazbeck has appeared as Boardroom Advisor to Mr. Trump on The Apprentice, hosted his own show, Reality Trailblazers, on the TV Guide Channel and has appeared on numerous shows such as Miss Universe, MTV Video Music Awards, Live with Regis and Kelly, 1 vs. 100, Soap Talk and Identity.

Yazbeck graduated top of his year with a First Class Honors Degree from Southampton Solent University in England. A British national, he is due to gain dual American Citizenship in 2010.

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25 Comments

Posted by member1488332 on 03/01/2007 11:22 AM

Great Post! There is a blog specific to selling for people without sales backgrounds at http://johnonsales.terapad.com/

Posted by Leesa for (c) DB7 International (LLC) on 03/01/2007 1:13 PM

This blog stopped me in my tracks...what a sexy babe!
Blah blah blah...whatever you say, honey, it's fine by me!
This man could be a supermodel.
Women in business want him to be featured in our upcoming No Cross No Crown calendar!
January thru December....you go guy!

Posted by L.J. on 03/01/2007 1:21 PM

That is the truest statement and best advise I have heard in years. Most businesses do not concentrate on becoming friends with there prospective customers/clients and that can be one fatal mistake and often will plummet the business before it gets out the gate.

So enjoy reading this insightful information and knowing that there are business professionals that believe in the same code that I subscribe too.

Posted by Harry T. on 03/01/2007 1:43 PM

Finallyy a breath of fresh air about the true art of selling - building the relationship between two people such that they don't feel like some product or service is being shoved down their throat or that they are being used to satisfy someone's quota without regard for the customer's true long-term needs.

I am a strategy advisor for a major software company and this is something I focus on every day - the notion of helping the customer understand that my ultimate intention is to help them be successful. This relationship, built upon mutual trust and respect, is not something that one develops overnight, nor is it something that, as you point out, one can accomplish by regurgitating "10 Steps Being a Master Salesperson".

Such relationship building takes experience, personal and professional maturity and the belief that you are truly there for the success of the people you deal with. Success for yourself will come when the client or potential client, recognizing that you are there for their success and that you don't see them as the quota of the month, turns to you for help. When you deliver, they will automatically turn to you for future help. This becomes the true win / win, not the stale win / win that many sales folks say automatically as they calculate if the current sale to the customer helps them make their own personal bonus for the quarter.

To build strong relationships like this take time, patience and persistence. Building relationships like this cannot be accomplished if you are motivated by weekly or monthly quotas as many times you will not harvest anything in the early stages of the relationship.

Such relationships also trascend organizations and as each person moves from one organization to the next, opportunities for mutual success continue to grow. This forms the basis for empowered networks and true success for each participant in the relationship.

Anything else is fleeting and while some poeple may realize some short-term success, true success comes from recognizing that relationships are for a lifetime and should be cultivated as such.

Best regards.

Posted by member1519016 on 03/01/2007 7:59 PM

I have been in sales for something over 25 years in the UK and Europe and I have always found it better to be yourself it is you who has to be sold first before any product.
Since I moved to the USA I have found this to be even stronger here.
Good Luck!

Posted by member1366890 on 03/02/2007 2:15 AM

Simple, beautiful comment. Flowing directly into hearts of people, and of course in eyes of women:-)

Ina Matijevic***
http://www.glumbert.com/media/dolphin
http://www.petitiononline.com/golfinho/

Posted by Gary A. on 03/02/2007 6:50 AM

Being truthful and trustworthly is a key element in forming long-term relationships with customers, employees, and vendors, and colleagues.

Many businesses are made up of the salesmen (outside persons) and the technicians (inside persons). This is a critical distinction.

Successful organizations need both types. Both types can form great relationships with customers, but it is the salesman that needs to first get the account.

I might suggest that if a CEO is an inside person like me, that he hire a great salesman to get the ball rolling.

gea

Posted by member1519926 on 03/02/2007 8:32 AM

This is an excellent blog. Awesome. Thank you. So true and something so easily missed. Wow.

Posted by member1427224 on 03/06/2007 1:19 PM

Hi sean

I think you are over generalizing. Being liked is important. But not the deciding factor. Selling is the art of explaining/demonstrating how your product/solution/service meets the want (not need) of the customer.

Joe Mele
http://www.youseful.com

Posted by TroyWhite on 03/06/2007 6:59 PM

I personally think it is a fine line between the two. You definitely need to be yourself and work with your strengths. But you also need to sell yourself in every situation you enter as an entrepreneur.

Sometimes that means stepping outside of your comfort zone - and outside of your natural strengths.

For example, I am hosting a business and marketing event in July this year with a couple VERY successful advertising and marketing specialists.

In order to sell myself and this event - I have stepped way outside of my comfort zone - and way outside of the traditional way these kinds of seminars are sold. Most of them are very professional, cold and impersonal in the way they are promoted. This one is using cartoon drawings of the speakers (remember these are millionaires and billionaires) - and a wild west theme to the event.

We are all playing on our natural strengths - but we are also selling ourselves in a very untraditional way - to cut through the clutter and improve the sales.

Based on the initial launch results - this is going to work quite well mixing strengths with proven sales techniques.

My thoughts.

Troy White
http://www.WildWestWealth.com

Posted by Vitalichka on 03/06/2007 7:00 PM

Very interesting!
I don't know who to listen to the first comment or everyone else.(from bottom up)
Otherwise Mr. Trump would be proud. Yes, yes.

Posted by member1518324 on 03/06/2007 7:23 PM

Snap! Intelligent and gorgeous.

Posted by member1248770 on 03/06/2007 9:00 PM

Hello, how are you? Great, I pray. I, think honestly, I can not wait to see you all, at, the meeting dinner. I, am like so excited, and am so looking forward, to get down, too are business, it is like , the best thing to, to do in life. I, am like so, ready, for our exciting business, meeting's, and so forth. I, Love You All !!!!!!!! I, am gonna come over, to both meeting's, Thank You's, I, will see you there and I, can not wait for the, conference's, and so forth. I, really appreciate, your kindness , and hospitality, I am ready too get down to, the nitty gritty with you, all. Graciously, Christine

Posted by member1427094 on 03/07/2007 4:47 AM

I'll be the 14th to post a comment, I could not let 13. it's bad luck.

Why in the world would you post Sean's picture on the blog?!
There are women who could suffer serious injuries from that. I know you can afford a lawyer but still...

Dear Sean,
I am happily married and deeply in love my husband and yet when I saw your picture I have sined ( in my mind :-)).
Give me a minute to catch my breath...
I am OK now.
After recovering from your picture I have read your must agree with you. I myself have 10 years sales experience and I have seen it all. And all the truly succesfull salesmen are basing they achievments on developing a strong relationship with the client.

Posted by member1293532 on 03/07/2007 12:04 PM

Maybe my knowledge in sales isn't one of the best,

but I beleive that a good product sells itself, and the people will appreciate the honesty and a good customer service.

If you are my friend but are not honest and reliable, and don't sell something interesting, our friendship could actually turn against you for a couple of jokes.

Sales shouldn't be taken so personally, it's business, and everybody knows you are selling to make money.

Of course you have to be likable, but the purpose should not be mistaken with the tool.

My humble opinion.

Posted by member1518324 on 03/08/2007 7:07 AM

Sean, thanks for the rush! It has been a while since a spunky bloke blew my skirt up. My pulse actually hammered, and that is nice .... beautiful!
We have similar eyes... I wonder do I have that effect on men ... doubt it - men don't usually look like you.
I think you have ressurrected my SEX DRIVE! Fair dinkum!

I like what you said, it makes sense. People have to like you to buy from you. I've never bought a pin from someone I don't like, quite the contrary.

Onya, DT, you have chosen well. Sean is pretty AND smart.

Jet. Surfers Paradise, Australia

Posted by member1500449 on 03/08/2007 8:58 AM

As an advertising sales person, I often find myself in a situation were the client is not satisfied with the results of an advertising campaign. This is were the relationship and the ability to 'stay in the positive' is so important. I always remember that customers are people and they will often 'look on the bright side' if they have a friendly relationship with the person they are doing business with. Rapport is cornerstone to any transaction and it is when things get sticky that this trait will be most useful.

Mitch Drew
Vancouver, Canada
mitch-tv.blogspot.com

Posted by Zivemaster on 03/08/2007 10:59 PM

People "need" to be heard.
People "need" to be understood on their own terms.

Don't you?

Master this concept and you will open a floddgate of freinds.

Think of the countless business deals that are conducted on the golf course while enjoying each others company? On the flip side many have been lost there as well. The sale is subtley developing while you develop that freindship. Actual signing of the contract comes later.

Yes you have to be likeable to even get off to a good start. To be a "freind" (the one people want to buy from) you have to understand and PRACTICE a couple of the few basic needs of people...

People "need" to be heard.
People "need" to be understood on their own terms.

From there if you wish to sell them something you have to remember another cardinal rule

BENEFIT-->feature

Notice Benefit was emphasized and came first. Most sales manuals talk about feature /benefit. Every product or service has its' features. I can talk on and on about the features of my widgets. Do you really want to hear all of the great incredients in my OTC lotion that will do this or that. Will you buy it because of that alone? To really get your attention and $ I need to show you know how it will Benefit you in some way. Features galore but with no benefit- no sale.

Bold or subtle, virtually every media ad emphasizes the Benefits to you! Just look and listen.

One last thing. Even the best products don't sell themselves. Whether it is truly a unique thing or with several like it. Benefit is the key word. An ugly old olger could sell me something if I truely thought it would benefit ME.
But first he would have to understand that

People need to be heard
People need to be understood on their own terms

Posted by user11592 on 03/09/2007 4:00 PM

He has the look of a professional I would buy from him! Just his appearance looks great. Appearance has a lot to do with how people look at you when you are presenting yourself in a selling environment. He is a nice looking young man however that is not the only thing that I look at. If he was not so nice looking he dresses like a professional should dress and I like that! I still would consider purchasing what ever he was selling just because of his neat appearance. This was an encouraging article because I am starting my own business of selling and I was looking for some great advice!

Posted by member1540665 on 03/14/2007 1:13 PM

This is so true you need to have fun with what you do.Today people want content and when you give that to them they will see you as a friend or trusted adviser. one way to do this is start a blog or ten if you think you can keep up with updates on all as well as full of truth as a blogger you need to

deliver the truth the whole truth and nothing but the truth if you want to be trusted. From there it all falls into place. Don't forget about vlogs,podcasts and newsletters. To learn more see Seth Godin's blog listed in the blog roll of The TRUMP BLOG.

Posted by member1544424 on 03/22/2007 5:47 PM

Hi Sean. you may be a handsome guy but that is not everything about you. You have a great personality and THAT what makes you special and likable.

As for sales, I do agree with you in general. I started my sales job with 0 experience or knowledge about sales. I was scared but I just thought of my customers as members of my family and offered them a sincere, honest service. Friendship is about trust and confidence and being there for your customers when they need you. I did great and was the first woman manager in the Japanese company I worked in.

Posted by member1544923 on 03/25/2007 1:02 AM

A beginner salesperson knows when he or she has made a sale only after the paperwork is complete. Some sales persons know after the small talk, others know at different intersections throughout the presentation. The beauty of sales is that, as you progress, you will watch yourself slide up the scale and your ability to recognize the sale will continue to grow. Having said that, I have seen countless sales persons prequalify prospects and jump to erroneous conclusions about who IS or IS NOT a sale! A dangerous trap to fall into. Beware, never predetermine your prospect. Give every potential prospect 100% of your ability and give everyone your best presentation as if it were your last presentation.

Much more where this came from at http://greatsales.wordpress.com.

Posted by member1546256 on 03/27/2007 12:38 PM

true, one of the characteristics of great salesperson is likeability and building great relationships/friendship is important but other personality traits that are worth looking into are: "professionalism" in the products that you are selling as well as the before/during/after sales-services that you provide. "Honesty and good business ethics" not only to your customers but to your competitors as well although some of you might not agree. regards chan singapore

Posted by member1238456 on 04/10/2007 6:50 PM

Hi Sean,

I enjoyed your blog,"FRIENDSHIP" is the key to building a potentially great solid business future. I applaud you on such a simple but effective principle on how to improve your selling techniques by using friendship building business relationships and developing that into a consultancy arrangement with your friends and clients. I must say that in your case you were obviously blessed with good friendship developing genes to boot, just by looking at your picture. Your personal features I believe would be of a very friendly and successful nature.

Kind regards
Kelly Ratapu
New Zealand

Posted by Beth Carter Special Agent FBI on 05/24/2008 2:00 PM

If the man pictured in this photo came to sell me something, I would buy it- I think any woman would!
Selling to Americans is a game of getting their eyes on the "ball". If you have yummy "eye candy" chances are you will get the children to BITE at the BAIT- I know it is pathetic, but we are not that complicated of a culture to sell stuff to- it is as simple as making your market share want what you have- and we play the "sex" and "lust" card a lot in this culture BECAUSE it sells!
They are less likley to care if something is good for them, and run after something that makes them "feel" good if only for a second- Americans are looking for a "feeling" not a relationship with products or ideas- they like things to make them "feel" - in part I believe we do them a favor by letting them have a feeling in a sales situation- they would otherwise be empty and sad- on the other hand have we sold them anything that is worth having? It is not for me to judge- but the world seems to think we have very few things worth buying- maybe its the way we are selling- or maybe we are out of touch with how to build relationships- or maybe we don't have anything to take to world market!
Who knows, but as soon as I find something I want to send the guy pictured here to sell it! He looks like a winner to me!

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